ANI SPRAY GUNS

A.N.I. is an Italian company that has been producing professional spray guns for more than half a century. A.N.I. turned to Visualcom for the development of the new communication for the Spray Guns product line, including the identity and design of a limited-edition spray gun, with the aim of creating a strong identity image and an incisive, less technical and more emotional message that could differentiate the company from its competitors.

In fact, the competitor analysis showed that product narration has a purely technical and performance-oriented slant, reserving a more emphatic and emotional storytelling only for ‘Limited Edition’ products.

A.N.I.'s objective was to position itself, also through bold communication, as a reference company for the production of professional spray guns, aimed at a target of coachbuilders who demand the precision, power and reliability of products made in Italy.

The communication is centred on a very clear and direct message, which aims to affirm that when you choose an A.N.I. spray gun you are not just choosing an airbrush, but the way to achieve perfection in painting: in a world where every detail counts, where precision is paramount and where excellence is the standard there is only one right way to do things - THE WAY TO SPRAY.

The articulation of the message plays on the combination of tradition and future, pushing a narrative of Made in Italy that is not nostalgic, but strongly innovative and technological through dedicated copywriting. 

The identity of the EXPLORER limited edition follows the same fil-rouge, declining the concept of Italianness and innovation in the spirit of exploration, which has always distinguished Italian ingenuity and enterprise. Visually, this concept is expressed through the representation of cartographic maps and astral charts, symbolising both ancient explorations across the seas and current explorations to discover space.

The elements of ANI Spray Guns' identity are incorporated within the new site dedicated to the division, where even the animations designed for the site aim to make the user experience dynamic and engaging, making the most of product images and videos.

ANI Spray Guns' values find their highest expression in the video spot, created to present the line and the limited edition. The tone of voice is bold and emotive and the editing dynamic in which more evocative scenes are punctuated by scenes depicting the products.

The video was accompanied by a photo shoot dedicated both to the flagship products of the line and inside the company. Here too, the mood deviates from the technical sobriety that usually characterises this type of content, but rather aims to make an impact through strongly contrasting colours, clouds of red smoke and steampunk atmospheres.

For the launch of the new line, Visualcom also designed and built the company stand, in which integrated LED lights and large evocative images aim to draw the public's attention.

The visual system was also used consistently for the production of company brochures and product packaging.

The work done for A.N.I. demonstrates how technical product narration does not have to be sober and technical, but can be more effective if treated with an integrated approach that succeeds in communicating the company's values with personality, positioning the brand effectively within its target market and distinguishing it from its competitors.